EA to go direct-to-consumer for m-games

EA Mobile's senior VP Mitch Lasky said that EA will soon sell mobile titles directly to consumers (D2C) and bypass mobile carriers entirely. The new, off-deck strategy will allow the company to release "a series of integrated desktop, console, and mobile community applications...that is going to allow us to create network effects, leveraging EA's tremendous marketing reach and packaged goods reach." Lasky went on to demo a "desktop to mobile" application where users can buy games online and drag them directly to their mobile phones. The off-portal strategy comes as no surprise as an increasing number of U.S.-based mobile content providers are taking their cues from their European counterparts and going D2C.

For more on EA's off-deck shift:
- read this short blurb from Gamasutra